Social media platforms host millions of accounts, each vying for the attention and followership of consumers who have endless options. In the highly competitive environment of social media marketing, generating post interactions is the end goal of increasing follower count.
Post Engagement Rate is the ratio of post engagement to the total number of followers the page or profile has. This metric shows how involved followers are with the content posted on a social media page. Generally, higher Post Engagement Rate shows higher levels of follower involvement.
This metric differs based on the social media platform, brand awareness, target audience, and industry. However, it allows businesses of different sizes to utilize a single, comparable metric.
Post Engagement Rate can indicate several different things about a social media page:
- Low Engagement Rate with high follower count may suggest that users do not find the content interesting or that there are many “bot” followers.
- High Engagement Rate with high follower count is the optimal scenario; the page is popular, and followers enjoy interacting with the content.
- High Engagement Rate with low follower count indicates that the page does not have a wide reach. It may also indicate that the page is newly created.
- Low Engagement Rate with low follower count shows that the page may benefit from changes in content and visibility generating options such as hashtags. This is also likely for a page that is only several days old.
Table 1: The Implications of Engagement Rate versus Follower Count
| Low Engagement Rate | High Engagement Rate | |
|---|---|---|
| Low Follower Count |
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| High Follower Count |
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